Why Plush…?

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We believe that locations enable and empower humans.

They are more than just places where life happens – locations are frames of reference for culture, containers of context for perception, real-world stages for stories to unfold and take shape.

We also believe that beauty is in the eye of the beholder – mostly fading with time. What we care about is character, which persists, adapts, develops, and renews.

In building our portfolio, we attempt to express these beliefs. We seek the beauti­ful as much as the quirky, the lavish but also the minimal, the exclusive as well as the humble.

To us, Plush is all of the above. Plush is true luxury, as well as simple elegance. Plush is both a privilege and a necessity. Plush is a demarcated space, shaped and touched creatively, which in turn inspires and empowers creativity in ever-novel ways.

Plush is character, shaped by soul.

Our locations and our members form both a collection and a community, serving as cultural network nodes of our time. An international switchboard where creativity meets real estate, and where 2+2 does not always equal four, but seven, eleven — or even 74.

Plush love,

Robin

Founder & CEO